Master the Fundamentals to Create a Powerful Brand

By Michael Slusarz

In today’s saturated healthcare market, patients are more concerned about the overall experience – responsiveness, personal attention and reliability of staff – that’s what really matters, rather than the size of a medical practice when choosing where to go for care. These attributes are the building blocks of a practice’s brand, and are critical factors to today’s savvy consumer. 

So, how does a practice focus on these critical attributes to improve its brand? Some might turn to a trendy new logo, clever tagline, splashy social media campaign, or a new website. In truth, these types of marketing initiatives are important in managing a brand identity, but it’s more than that. In fact, the initial interaction between a practice and a patient can have the most significant and long-term impact on a practice’s reputation, and getting that interaction right the first time – and every time – will do more to raise a practice’s profile than even the best designed website. 

Win or lose a patient just by scheduling an appointment 

In practices where appointments are only scheduled by phone, most calls go immediately to a voice message with several confusing prompts. On average, the hold time for an appointment phone call exceeds four minutes. Oftentimes, voice messages for a callback aren’t returned the same day. 

In both of these scenarios, the chance of the practice losing that patient is 10 times more likely than if a call for an appointment or request for a call back are addressed immediately. Statistics show that a practice that answers a call immediately results in patient satisfaction levels exceeding 95% because that patient experience is deemed as engaging, authentic, trusting and consumer-centric. 

Failing to focus on the most basic form of patient engagement seems unthinkable, yet many practices do just that. In a patient’s view, it is the human connection, responsiveness and immediate engagement that adds value to your practice’s overall brand and reputation.  

A positive brand experience is vital to any business’ long-term success, but it’s particularly true for medical practices. In general, patients only refer friends or family to a practice if they are delighted in the overall experience and service approach.  Just a few negative experiences can upset your practice’s credibility and the trust you have worked so hard to build.  To be successful you must perfect the fundamentals. Mastering the phone and the scheduling experience is not only fundamental, but essential. 

At Princeton Partners Healthcare Growth Consulting, our team of professionals has years of experience in building brand equity for medical practices in a variety of specialties.   Our expertise includes hardwiring an effective scheduling process for any practice using the right technology, scripting, and training methods.  If you’re ready to begin that conversation, we’re ready to listen… and we’ll answer the phone right away. Contact us at 973-809-9963.